Pengaruh Kualitas Produk dan Promosi terhadap Keputusan Pembelian Produk AC Daikin pada Electronis City Store Tebet

Abstract

This study was motivated by Daikin air conditioners being priced at a premium compared to competitors such as LG, Panasonic, Sharp, and Mitsubishi, yet still recording the highest sales volume of 230 units worth Rp1,662,722,726 during January-December 2025 at Electronic City Store Tebet. The research aims to analyze the effect of Product Quality and Promotion on Purchase Decision, both partially and simultaneously. A quantitative descriptive-associative approach was used. The population consisted of 230 consumers, with a sample of 70 respondents determined using the Slovin formula and purposive sampling. Primary data were collected via a Likert-scale questionnaire and analyzed using multiple linear regression with IBM SPSS Statistics version 29. Results show Product Quality has a positive, significant partial effect, with a t-value of 3.859 above the t-table 1.668, contributing 62.6%. Promotion also has a positive, significant partial effect, with a t-value of 5.840, contributing 69.7% and making it the more dominant variable. Simultaneously, both variables have a positive, significant effect, with an F-value of 101.542 above the F-table 3.13 and an R² of 0.752, meaning 75.2% of the variation in Purchase Decision is explained by both, with the regression equation Y equals 1.689 plus 0.321 X1 plus 0.551 X2.Kualitas Produk; Promosi; Keputusan Pembelian